marketing research retail case starbucks
TRANSCRIPT
Universal Business School, Karjat
MARKET RESEARCH PROJECT- GROUP 1
INTRODUCTION TO INDIAN RETAIL INDUSTRY,
&CASE STUDY FROM
ABROAD.
PRESENTED BY: Abhishek Kyal | Akash Amal | Amritpal Singh Bedi | Gauri Bhargava | Kunal Bhasin | Rajeev Kumar.
Marketing Research – Indian Retail Industry
01.INDIAN RETAIL INDUSTRY
Retail is the process of selling consumer goods and/or services to customers through multiple channels of distribution to earn
a profit.
03.EVOLUTION OF RETAIL INDUSTRY 02.
• Pure-play retailers realised the potential of the market
• Most of them in apparel segment
• Manufacturers opened their own outlets.
• Substantial investment commitments by large Indian corporate
• Entry in food and general merchandise category .
• Movement to smaller cities and rural areas
• Large-scale entry of international brands
• FDI in single-brand retail up to 100 per cent from 51 per cent
1990-05
2005-10
2010 Onwards
Initialisation
Conceptualisation
ExpansionConsolidation
Marketing Research – Indian Retail Industry
TYPES BY PRODUCT
TYPES BY MARKETING STRATEGY
FOOD PRODUCTS
HARD GOODS/DURABLE GOODS
SOFT GOODS/CONSUMABLES
ARTS
Department Store
Discount storeDemographic
Warehouse storeMom and Pop
store
Specialty store
Variety store
SupermarketHypermarket
MallVending
machines
02.INDIAN RETAIL INDUSTRY 02.03.
Marketing Research – Indian Retail Industry
02.INDIAN RETAIL INDUSTRY 02.04.
Market size of
Indian retail
industry
The total market size was US$ 490
billion in 2013, registering a CAGR of
6.1 per cent since 1998.
Marketing Research – Indian Retail Industry
Indian retail
industry break-up
by revenues
01.INDIAN RETAIL INDUSTRY 01.05.
Marketing Research – Indian Retail Industry
01.05.INDIAN RETAIL INDUSTRY
GRDI – Global Retail
Development Index
Marketing Research – Indian Retail Industry
06.
S
Shopping convenience
Variety in products
Over 25000 SKU’s
Rising disposable
income
Population Demographi
cs
Plastic card
revolution
02.SWOT ANALYSIS - STRENGHTS 02.
Urbanization
07.
Marketing Research – Indian Retail Industry
W
02.SWOT ANALYSIS - WEAKNESS 02.08.
Marketing Research – Indian Retail Industry
O
02.SWOT ANALYSIS - OPPORTUNITY 02.09.
Marketing Research – Indian Retail Industry
T
02.SWOT ANALYSIS -THREAT 02.10.
Marketing Research – Indian Retail Industry
02.CASE STUDY - SYNOPSIS 02.11.
Starbucks Corporation, an American
company founded in 1971 in Seattle.
Starbucks has about 182,000 employees
across 19,767 company operated &
licensed stores in 62 countries.
Their product mix includes roasted and
handcrafted high quality/premium priced
coffees, tea, a variety of fresh food items
and other beverages.
Marketing Research – Case study of Retail Industry from abroad
02.MISSION STATEMENT 02.12.
1990-2008
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.
2008 ONWARDS
To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.
Marketing Research – Case study of Retail Industry from abroad
McDonald’s Dunkin’ Donuts Barista Caribou Coffee
02.COMPETITORS 02.13.
Marketing Research – Case study of Retail Industry from abroad
02.INDUSTRY DEMAND AND
DETERMINANTS 02.14.
Marketing Research – Case study of Retail Industry from abroad
They have an ability to
effectively leverage their
product differentiation strategies by
offering a premium product
mix of high quality beverages
and snacks
They provide each customer
a unique “Starbucks
experience”.
Starbucks Human
Resource has a strong value-
based approach for building
relationships with their customers
The “cool” factor appeal in
their store
02.STARBUCKS CORE COMPITENCE 02.15.
Marketing Research – Case study of Retail Industry from abroad
STRENGTHS
• Strong market position.
• Products of high quality.
• Location and store appeal.
• Customer loyalty.
WEAKNESS
• Expensive products.
• Self cannibalization through over-crowding.
• Over dependence on US market.
OPPURTUNITY
• Brand extension.
• Technological advances.
• Expansion into emerging markets.
THREATS
• Increasing competition.
• Changing customer preference.
• Developed countries economy.
SWOT
SWOT ANALYSIS OF STARBUCKS 09.09.16.
Marketing Research – Case study of Retail Industry from abroad
PROBLEM DEFINITION
External environmental Economy factors.
Competition and Cause: Fierce competition with giants like McDonald
Declining customer traffic
Decline in operating income from 14.3% in 2007 to 6.0% in 2008
02.PROBLEM DEFINITION 02.17.
Marketing Research – Case study of Retail Industry from abroad
“AWAY FROM THE STORE”
STARBUCKS ENDED ITS KRAFT RELSTIONSHIP
By doing so Starbucks got complete control
over promoting its product
STARBUCKS PRODUCED AN INSTANT COFFEE
VIA- water soluble coffee from Starbucks
accounted for $135 million in sales in US.
SINGLE SERVED POD-COFFEE
This single serve coffee was liked by customers
as it was easier and faster. Coffee machine
market was total of $509million.
02.GROWTH INITIATIVE 02.18.
Marketing Research – Case study of Retail Industry from abroad
RECOMMENDATIONS
Products based on regional preferences.
More innovative products.
They can opt for business re-engineering to reduce waste.
They can also come up with more healthy product offering in its mix.
They must focus on the developing countries and emerging markets.
02.RECOMMENDATION 02.19.
Marketing Research – Case study of Retail Industry from abroad
THANK YOU